Young & Laramore

Upland Brewing Co.

As microbrew enthusiasts become ever dizzier choosing between locally brewed options, the necessity to define the ethos of each brew becomes more important—and few brews can claim a vibe as true as Upland.

Claiming, with authority, their roots in “The Other Midwest” (not the notoriously conservative, flyover country some might associate with the location), we re-imagined their logo and created an identity system, packaging, and communications platform that’s both beautiful and reflective of Upland’s culture and lore. Even the tap handles, crafted from real ax handles, reflect the heritage of “The Other Midwest.”


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website